CUSTOMER EXPERIENCE MANAGEMENT
Our customer-centric approach, wherein we focus on user experience rather than network performance, is facilitated by customer experience management (CEM) software Crowdsourcing, a tool from Vodafone that collects user experience data such as signal level. The tool, which allows for granular assessment of user experience, uses information from customers who have had a poor experience to enable us to improve it.
REBUILDING CUSTOMER TRUST
In the year under review we faced pricing wars with our competitors. The harsh economic conditions of the fi rst half of the year, characterised by depressed credit growth and strained consumer budgets, made spending money on new products less of a priority.
We faced trust issues around mobile data usage and billing. Our customers felt their data resources were dwindling out of proportion to their usage, when in fact new technology demands higher rates of data usage as apps incorporate complex content such as video. We acknowledge our customers’ sentiments and experience, and have been able to design innovative, viable solutions to address these issues.
Following negative feedback from customers, we simplified our opt-out procedures to put them in control. For easy opt-out of premium rate subscriptions, we created the USSD string *456*20#, which has been used by two million customers to date. In addition, a unified opt-out for all marketing or promotional messages was enabled using the string *456*9*5#, giving customers control over the types of messages they receive.